Emor: Brand preferences vary considerably across the Baltic states, but one favourite unites them all

According to Emor’s survey, brand preferences among residents of Estonia, Latvia and Lithuania differ in several respects, but YouTube was rated as the most likeable brand by residents of all three Baltic states.

The survey ranked the most likeable brands among consumers. “Although the top-ranked brand is the same in all three Baltic states, the rankings quite clearly reflect the distinctive character of each market,” said Emor’s research expert Katrin Männaste. The top three brands differ considerably between the countries: in Estonia, YouTube is followed by Swedbank and Kalev; in Latvia, by WhatsApp and Apple; and in Lithuania, by Lidl and Google.

“Estonia stands out for having more brands with local roots and brands developed for the local market at the top of the ranking – in addition to Kalev, A. Le Coq, Coop, Selver and Smart-ID are also among the ten most likeable brands,” noted Katrin Männaste. In Latvia, two local food brands ranked highly: meat brand Forevers and Kārums, best known as a curd snack brand and currently in the process of being acquired by an Estonian company. The locally founded DIY and home improvement retail chain DEPO is also among Latvian residents’ favourite brands. Of the three Baltic states, Lithuania has the most international brands at the top of its ranking: among local players, retail chain Maxima and Lithuanian National Radio and Television (LRT) are represented in the top ten.

“Brand preferences across the Baltic states are united primarily by international brands and the strengthening position of digital brands – behind the leader YouTube, brands such as Apple, Google and Samsung are also among the 25 most likeable brands in all three Baltic states,” Männaste commented. Compared with the previous survey conducted across the Baltic states (2021), ChatGPT, Smart-ID and Waze have now also entered the top 25. There is, however, common ground in other sectors as well: Swedbank and the retail chains Lidl and Maxima are among the top 25 in all three countries. “The extent of change varies between countries: compared with 2021, the composition of Lithuania’s top ten has remained relatively unchanged, while the top of the Latvian ranking has changed more noticeably over the past five years,” the research expert added.

To identify the most appealing brands, Emor conducted an online survey in Estonia, Latvia and Lithuania in May 2026, in which respondents were asked to select up to five brands they found most appealing from a predefined list. The selection included more than 190 brand names and logos in Latvia and Lithuania and more than 160 in Estonia. The list is based on the experience gained by Emor and its Latvian and Lithuanian partners from various brand studies. The survey included 1,236 residents of Estonia, 1,609 residents of Latvia and 1,548 residents of Lithuania aged 16–74. The survey is representative of the population in this age group.